Co-creation: involving your consumers is in your interest

Co-creation is, for a company, involving consumers in the process of creating an offer in order to improve its brand image. By being full players, customers are better able to buy the products or services of the company concerned. But does it really work? AreYouNet gives you all the answers

What is the principle of co-creation?

Co-creation, also known as crowdsourcing, is a principle of participatory marketing. According to this concept, it is the customer who is at the heart of the process of creating the product or service. The idea is quite simple: if a customer participates in the design of a product, then he will be more inclined to buy it.

Co-creation differs from other participatory marketing strategies such as:

  • Collaboration: an influencer promotes a brand’s product.
  • Personalization: a product is created specifically for a customer.

Here, it is a group of customers who intervene in the creation process. But this process is long and customers are not necessarily present at every step. They can participate in the conception of the idea, the product, the testing phase, or the marketing. In addition to these moments of intervention, there are a multitude of ways to involve the consumer in creating the value of a product or service: satisfaction questionnaire, vote, community of idea creation, etc.

The advantages of co-creation are manifold.

  • Improve the brand image: Customers have more confidence in the company thanks to greater transparency in its creation process.
  • Innovate: customers find new ideas in line with their needs.
  • Continuous improvement: Customers provide constructive advice to enable the company to work on its weaknesses and optimize its strengths.
  • A more relevant offer: by asking customers for their opinion, the company is able to offer them the product that will perfectly meet their expectations.

How to conduct an effective co-creation strategy to improve your brand image?


A co-creation strategy can improve a company’s brand image, provided it is applied well.

There are different levels of customer involvement for a successful co-creation:

  • The tester client: in this context, the product is already designed and the client must test it and give his opinion on a multitude of parameters (product characteristics, design, price, packaging, etc.).
  • The contributing client: here, he gives his opinion through forums, social networks, a community, etc.
  • The client actor: he participates in the creation of new products and the improvement of existing ones.
  • The client co-creator: the client’s involvement in the design of the product is more active and more regular.
  • The creative client: the client is present throughout the creation and development process. If the client is a business (B to B), it is a real strategic partnership.

In order to collect as much customer feedback as possible, many companies create and rely on a “panel”. The solutions offered by ODiTY via its online survey and panel management platform AreYouNet make it possible to include the customer in the choices with which the company is daily confronted: thanks to questionnaires and an adapted incentive program, the client is involved in the discussions and actively participates in the development of the company.

Integrating your consumers is the new way of maintaining a relationship with the people directly concerned by your offers and services. Since knowing what consumers want is not an easy task, interviewing a panel of individuals or professionals is increasingly used to assess your brand’s innovation and communication.

Some examples of successful co-creation


Many companies use co-creation to enhance their branding, sometimes right before your eyes, without you even realizing it. This is particularly the case with Ikea. You probably know the principle of the Swedish company: you assemble your furniture yourself. Here, the interior furniture giant cleverly applies the principle of co-creation.

Brands such as Fiat and Ferrari also use this concept. Indeed, through a dedicated site and an online panel, customers evaluate the new designs of the models offered.

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